YouTube's Biggest Draw Plays Games, Earns $4 Million a Year

Felix Kjellberg aka PewDiePie has almost 30 million subscribers on his YouTube channel. He says he avoids the spotlight and even claims to be uncomfortable with success, but has decided to share his thoughts on fame and (computer) games with the WSJ. Photo: Ellen Jervell

STOCKHOLM—Felix Kjellberg doesn't play a very convincing megastar. The seemingly modest Swede avoids the spotlight, has no entourage and is uncomfortable with success.

But put Mr. Kjellberg in front of a Web-camera and he transforms into PewDiePie, by far YouTube's biggest draw. He has built a base of 27 million subscribers using a decidedly unorthodox approach to playing video and mobile games.